The Elevated Designers Class of 2022 by Fiona Humberstone

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ELEVATE · A S I X W E E K mentoring programme F O R B R A N D D E S I G N E R S committed to E X C E L L E N C E ·

2022

M ARCH

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W H AT ’ S I N S I D E

R ILEY CAMPBELL

L A R A R E I S S

J U L I A K U E H N E R

N A N C Y L A R S O N

D A N M U R R A Y

91 111

K I R S T Y NO RT H OV E R

131

E L L I E B O W I E

151

R A C H E L K E L L O WA Y

171

MAR IA HOEFFLIN

185

L I Z VA N G D A H L

199

A M A N DA H O L D S WO RT H

213

L A U R A G R A N T

227

I R I N A S W E E N E Y

247

K AR EN CONSTAN T I

267

L E X I PA R K E R

287

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B R O O K E M C G O WA N

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T H E S TO RY

six weeks to elevate Elevate is a unique and exciting mentoring programme for brand designers committed to excellence. Through a carefully curated collection of content, group teachings and most importantly, one to one feedback, each participant their vision, their process and the potential for their business along the way. This is the third Elevate programme I’ve run and it’s been a true joy to once again work with a collective of passionate designers. Some have arrived as experienced brand designers, others have begun from a completely blank slate. All of them have worked hard and achieved exceptional things in a very short space of time. The journey you’ll see charts their progress across three projects from their initial project right through to their final submission. Nine briefs to choose from, three projects to work on and six rounds of personalised feedback from me, along with group notes that pick up on key process themes has meant that we’ve been able to elevate at an incredible pace. Each has brought with them a unique level of skill and experience and they finish this class at different levels. There was no prerequisite level for joining and no ‘pass mark’ at the end. Instead, the focus has been on elevating

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has produced three stellar portfolio pieces and crucially, elevated their work,

“I’V E NEV ER R ECEI V ED SUCH P OW ER FUL, I N S I GH T F U L F E E D BAC K T H AT H A S PUS H E D M E A N D EMP OW ER ED ME LIK E T H IS.”

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ELLIE BOW IE

their own work and moving their own unique creativity, vision and skill forwards. By showing up, producing the work and taking on board the feedback, these designers have achieved some incredible things and I’ve created this Journey to celebrate that. So let’s say a big Cheers to The Elevate Collective, Class of 2022. Do soak up the creative inspiration on their websites, show them some love on Instagram and put them under consideration for your next branding project. Enjoy!

Fiona ps. If you’d like to join us for the next programme, you can find out more at thebrand-stylist.com/elevate

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W E ’ R E M A K I N G C H A N G E S T O E V E R Y PA R T O F T H E CLIEN T PRO CE S S. W E’V E START ED A SK ING T HE R IGH T QU E ST I O N S A N D I ’ M A L R E A DY S E E I NG A C H A NG E I N H OW QU I C K LY O U R D E S I G N S A R E A P P ROV E D R ILEY CAMPBELL

E L E VAT E D D E S I G N E R

riley campbell Riley arrived at Elevate with exquisite taste and a flair for beautiful robustness and intention to each branding project and the impact on Riley’s work has been extraordinary. She’s now developed a really robust approach that combines stunning aesthetics with a strong sense of resonance. Riley’s work now feels so much more purposeful, distinctive and uniquely responsive to the brief she is working on and this really plays out in The Toad project: one which brought tears of joy to my eyes. IDCO are already blazing a strong trail in the world of interior design and I know that this is going to help them achieve even greater things.

IDCO.STUDIO

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design. Over the past six weeks we’ve explored how to bring more

IDCO.STUDIO

STUDIO POULSEN / V

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STYLE

We want your branding to be a quiet, yet impactful representation of the stillness in your work. The experienced nature of your brand paired with the simplicity of your art calls for branding with a simple, timeless serif font and intentional layouts for versatility.

VIBE

Your brand represents bespoke, simple, impactful design.

customization that feels entirely elevated. With artistic, yet simple layouts for your other brand marks, your branding will perfectly represent the quiet beauty of your work.

COLOR

We want your color palette to feel like a natural extension of your brand and your one-of-a-kind ceramic pieces. With warm neutral tones each complementing the color before, your palette will have a layered depth that communicates artistic expression and timeless design.

V I S U A L I N S P I R AT I O N

05 / 17

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Your logo will feature a timeless serif type with a

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IDCO.STUDIO

G AT H E R I N G S AT T R E V I S C O

STYLE

Your branding is reflect your ethical approach to flower growing, paired with your gentle, artistic approach to floral design and arranging, while attracting artistic, inspiring personalities to Gatherings At Treviscoe.

VIBE

Your brand will represent natural, gentle, and impactful

with an italic serif accent font. With a subtle artistic floral mark and alternative layouts, it will perfectly represent Gatherings at Treviscoe.

COLOR

The color palette will consist of muted earth tones and colors that could be handpicked amongst the flower field.

O E / V I S U A L I N S P I R AT I O N

05 / 17

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design. Your logo will feature a timeless serif type paired

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IDCO.STUDIO

G AT H E R I N G S AT T R E V I S C O

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E / SECONDARY MARKS

09 / 17

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IDCO.STUDIO

THE TOAD / VISU

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STYLE

Your branding will represent an establishment full of character, charm and a subtle connection to the Arts and Crafts movement of The Surrey Hills. With colourful, textural elements, bold, muted tones, and illustrations, your brand will portray energy and a life not to be taken too seriously.

VIBE

textural feel as a nod to the depth of character within the walls of The Toad. With interesting layouts and whimsical, hand-drawn accent marks, the branding will be charming, attractive, and feel a bit homemade and comforting, while maintaining a timeless essence that will allow the suite to grow alongside the ever evolving brand of The Toad. COLOR

The colour palette will utilize bold, muted tones and playful pairings that capture the essence of the brand.

U A L I N S P I R AT I O N

05 / 17

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Your branding will feature chunky, semi serif font with a

TAVE

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A SURREY HIL

SURREY HIL

E.2

IDCO.STUDIO

THE TOAD / SECO ·

ERN

LLS BOLTHOLE

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LLS TAVERN

022

ONDARY MARKS

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A SURREY HILLS BOLTHOLE

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TAVERN

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“I FEEL SO MUCH MOR E CONFIDEN T IN A PPROAC H , I N M Y E Y E F O R DE S I G N A N D V E RY M U C H E NC O U R AG E D T O A L S O A L L OW M YS E L F T O L E A R N M O R E W I T H O U T J U D G E M E N T. ” LAR A REISS

E L E VAT E D D E S I G N E R

lara reiss process and produced some utterly beautiful work throughout Elevate. Over the course of the programme I’ve seen Lara take a more considered and intentional approach to her projects: unlocking the power of the muse and putting together some stunning visions in response to the briefs. I’m really looking forward to seeing her develop her design skills in line with her gorgeous visions and cannot wait to see how her business evolves as a result!

M AY L E A S T U D I O. C O M

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Self-taught website designer Lara has really honed her creative

PREPARED for JOSEFINE POULSEN

CRE ATIVE D

THE MOOD MOOD

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Studio Poulsen is inspired by it’s connection to nature, on one hand through the creative work with clay, on the other through the studio’s setting in a West Sussex garden studio, surrounded by flowers. The work is characterized by simplicity and timelessness and a meditative creative process. Everything is hand-crafted and unique. M O O D W O R D S:

SIMPLICITY N AT U R A L HAND-CRAFTED M E D I TAT I V E C R E AT I O N ·

DIRECTION

PREPARED

MAYLE A STUDIO

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CRE ATIVE D

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A M A N D A B R O O K S:

Writer Amanda Brooks and her husband, both creatives moved to the family’s house in Oxfordshire and together with their children made it their home. The house is filled with paintings by husband Christopher and their collections of art and travel mementos, vintage finds and fabrics as well as contemporary furniture. A bold mix of exquisite taste. Amanda was delighted to find pieces of Studio Poulsen in an AD edition and loved the high-quality, artistic, timeless and peaceful qualites she could bring into her home to add to her beautiful collection

DIRECTION

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CRE AT

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TIVE DIRECTION

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THE FEELIN G The overall feeling of the brand is rooted in Poppy’s connecting and love of the land. Her ethos and approach to her floral arrangements

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and work on the flower farm all weave throughout her brand. With her recent pivot to “Gatherings in Treviscoe” she takes a step toward celebrating her local community and inviting others to experience and learn. Her work in itself already speaks of her artististry, now with the “Pick your Own” and the

LO V E R O F T H LAND

accompanying workshops, she can help others Environmentally conscious

express their creativity.

Natural style, mixing sesonal and treasures

T H E F E E L I N G:

Slow - flower movement

• natural not formal • hand-crafted ot too computer generated • a little wild not too simple • inviting not selective ·

foraged

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C R E AT I V E ARTISTRY

C E L E B R AT I N G CO M M U N I T Y Open gates to the flower farm

Unique and recognizable style

Inviting, celebrating and connecting with

loose, wild and naturral floral style

the community

artisinal approach

Giving workshops and pivoting her focus

floral magic

to teaching, writing and growing

PREPARED

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THE MO OD MOOD

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The inspiration for Gatherings at Treviscoe is rooted in it’s connecting in the land and the celebration of the community. Always recognizing the pivot in business and the vision that is currently in the making.

M O O D W O R D S:

N AT U R A L CO M M U N I T Y - C E N T E R E D ARTISINAL ·

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DES IG N I N S P I RAT I O N TYPOGRAPHY Highlighting the elevated and stylish nature of “The Bothy” a selection of refined Serif fonts that lean into · E L E V A T E class of 2 0 2 2 ·

romanticism with a little edge.

PHOTOGRAPHY

High quality, editorial photography with the twist of focusing on the natural aspect of the atmosphere and food.

T EX T U R E To support the direct connection to nature, but also the elevated approach of the business, we can draw from high-quality paper, soft and natural fabrics.

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PREPARED

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CO LO R SE

Inspired by the beautiful, romant

as well as the feeling of sytlish el

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such as linen a

LINEN

N AT U R A L S I L K

# F 6F 3 E D

#B B B C A 1

ELECT I O N

tic walled garden at “The Bothy”,

levation, brought forth in fabrics

SUCCULENT

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nd natural silk.

FOLIAGE

#74714B

# 475445

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T RU LY G A M E C H A N G I N G O N S O M A N Y L E V E L S . I T W I L L H AV E S U C H A N I M M E N S E L A S T I N G I M PA C T, T H A T I K N O W F O R S U R E . JULIA KUEHNER

E L E VAT E D D E S I G N E R

julia kuehner It’s been a true delight to work with Julia over these past few weeks arrived at Elevate with a really solid understanding of the Brand Clarity and Brand Vision process and it’s been wonderful to support her in evolving her creative edge and encouraging her to hone her vision for each brief into something that both meets the brief and that feels truly exciting and distinctive. Julia has produced such solid and beautiful work throughout our time together and I know that her portfolio will continue to evolve as she implements all that she has learned during our time together. I’m so looking forward to seeing what she produces from here.

JKUEHNERSTUDIO.COM

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and to see her creative style unfold throughout the projects. Julia

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TH E M O O D Still, calm, cool tones, low contrast, tonal colour palette that reminds of her Studio in West Sussex, classic, balamced, natural textures, simple forms, quality, architectural, spacious, understated and stylish.

JULIA KUEHN

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NER STUDIO

TH E CO

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RAISIN

EBONY

STON

RGB 45/38/37

RGB 76/79/65

#2E2624

#4E4F40

dark purplish green

RGB 162/

#A39

brownish green

QUALITY

NATURAL

AUTHENTICITY

BALANCED

CALM

UNDERSTATED

JULIA KUEHN

O LO U R S

WHITE

RGB 228/225/221

RGB 251/251/251

#E4E1DD

#FCFCFC

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/157/143

9D8F

CLAY

clay SIMPLICITY PARED BACK

NER STUDIO

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EST

JOSEFINE P O T T E R Y

POULSEN A R T I S T

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1993

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B R A N D D E S I G N I N S P I R AT I O N Colour: Muted, earthy tones that feel calm, and have substance at the same time Type: serif fonts, with substance, slightly wobbly edges for logo to add an organic touch Textures: imperfections, natural textures like recycled paper, linen or organic cotton

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C U LT I V

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SEASONAL

GATHERINGS A

BY POPPY

______

VA T I N G

L BLOOMS

Y M WA N G I

______

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AT TREVIS COE

C U LT I V

SEASONAL

GATHERINGS A · E L E V A T E class of 2 0 2 2 ·

BY POPPY

______

JULIA KUEHN

VA T I N G

L BLOOMS

AT TREVIS COE · THE BR AND ST YLIST ·

Y M WA N G I

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NER STUDIO

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LO G O T Y P O G R A P H Y

JUANA LIGHT Whilst being simple and understated, this semi-serif is also very elegant and elevated, and therefore perfect for communicating the essence of

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The Bothy. The refined contrast between thick and thin strokes gives this font a very stylish look whilst still feeling balanced. This font is reserved for your logo only to ensure its strongness and presence.

MONETA SANS Meet Moneta, an elegant sans-serif with high contrast. This directional and modern typeface is perfect for communicating your inspirational plans. Moneta transports the vision you have for The Bothy in a simple, almost effortless way, whilst also bringing in presence.

JULIA KUEHNER STUDIO

THE BOTHY

E AT E RY

CULINARY

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AT T I M P E R L E Y

SC HO OL

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YO U R CO L

BLACK OLIVE

ARTICHOKE I

ARTICHOKE II

RGB 63/64/58

RGB 116/125/100

RGB 154/161/132

#3F403A

#747D64

#9AA184

These muted cool greens bring in a natural elegance, the aliveness of the

garden pickings, and they also add an element of growth, sophistication a restrained balance. The Bothy is surrounded by green, and by bringing it

your colour palette, it feels like a natural extension of your beautiful indo with its fresh flowers and potted rosemary.

JULIA KUEHNER STUDIO

LO U R S

ALABASTER

CULTURED

RGB 213/215/193

RGB 232/232/217

RGB 246/245/244

#D5D7C1

#E8E8D9

#F6F5F4

fine

We want to make sure to balance the green

and

with lots of „white“ space that feels expansive.

into

oors

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SAGE

These neutrals add a calm simplicity, feel delicate almost and thereby communicate a beautiful understated exquisiteness..

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E L E VA T E H A S G I V E N S T R U C T U R E T O M Y PROCE S S, BU T IN A V ERY CR E AT I V E AND U P L I F T I N G WA Y. NANCY LARSON

E L E VAT E D D E S I G N E R

nancy larson website: having worked through all of the courses Nancy arrived at Elevate with a really strong understanding of the brand design process, a fabulous sense of how to create a solid brand vision and good design skills. Working with her one to one throughout this programme has been a joy and helping Nancy tweak and refine her work to take it to even greater heights a true delight. Her work for Symposium, a fictional Sonoma winery was especially inspiring and I know that the clients she goes on to work with are in for a real treat.

H AT T H AU S . C O M

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You might recognise Nancy’s name from The Brand Stylist Academy

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THE ES

Q U I E T | E L E VAT E D | S T I L L | N AT U R

SSENCE

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TIMELESS | SIMPLE R AL | ARTISTIC

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E ST.

2012

STUDIO POULSEN CERAMICS

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ARTFUL

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THE BOTHY AT

TIMPERLEY

a wa l led g arden and c u linary schoo l

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THE BOTHY AT TIMPERLEY/ 18 / CREATIVE DIRECTION

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E L E VAT E D D E S I G N E R

dan murray firm and joined Elevate with an eye to developing his design skills and building out his brand design process. He’s worked hard to hone those design foundations and you’ll see a marked difference in that as the projects progress. Dan’s eye for detail, his sense of balance, proportion and style have all been honed along the way and I’m really looking forward to seeing him take that through to his work for Uniquity.

U N I Q U I T Y. C O

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Dan is a graphic designer for a specialist financial services marketing

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Moodboard + Vision

CLIENT PRESENTATION

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A Lake District Gin

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Full Logo

CLIENT PRESENTATION

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A Lake District Gin

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Application Brand Application

CLIENT PRESENTATION ·

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MOOD BOARD

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I’M SKIING

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COME IN

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DO NOT E

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M SY Z O É L O C AT E L L I GENERAL MANAGER

ENTER

+ 3 3 74 3 9 3 9 1 0 1 9 zoe@Lavantage.com

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MORTGAGES WITH MINIM

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S SECURED MUM FUSS

FOUNDED BY ENTREPRENEURS, FOR ENTREPRENEURS

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T H IS COUR SE H A S SHOW N GR E AT INSIGH T ON T H E S PA C E , C L A R I T Y A N D B R E A T H I N G R O O M R E QU I R E D T O C R E AT E E XC E L L E N T WO R K . B RO O K E M C G OWA N

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brooke mcgowan Creative powerhouse Brooke arrived at Elevate as a textile designer with absolutely no design training and what she has achieved across flair for a strong creative vision, for pushing the creative boundaries and seeing the potential in a project and what’s been thrilling is to help her channel that into brand design. Brooke’s design skills have elevated at a rate of knots and her work for Gatherings at Treviscoe took our breath away whilst The Toad presentation just can’t help but make you smile! It’s been such a joy working with someone with boundless levels of creativity and I am really looking forward to seeing what Brooke does next. Whatever it is, it’s going to be exciting!

BROOKETHORN.COM

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the course of six weeks is staggering. You can see very clearly her

DISTILLERY

DENIALPXE

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WULFWATER

OIDUTS

Farmed and foraged

From seed to sip, these colours enca

EIREDNER

Rooted in Lake District history and an

Clearly differentiates brand from co

Effectively transitions product from i

sundowners, and adventurous summi

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BRANDING

GUIDELINES

2022

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apsulate the magic behind the process

ngelica as our pop of colour

ompetition on the shelf

intimate swanky bars, memorable PAGE

it sodas

113

XX/XX

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EST.

WULFW DISTIL

SMALL-BA

HANDCRAFTED FR

114

MMXXII

ATCH GIN

ROM SEED TO SIP

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WATER LLERY

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SMALL-BATC

WULFW YEAR MMXXII

ml. 750

116

CH GIN

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WATER BATCH No. XIV

4% alc./vol.

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POPPY MWANGI

Photograph by BRONWYN TOWNSEND

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BRANDING GUIDELINES 2022

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POPPY MWANGI has been quietly tending her plot and creating moments of floral magic since she moved to her Cornish smallholding in 2014 and has slowly but surely built an international reputation. A book deal is in the offing, and she is currently filming a beautiful online course where she shares her growing and arranging secrets. Her trademark loose, natural and wild floral style has seen her arrange for some of the most high end weddings in the South West and she is becoming one of the most sought after stylists with brands and editorial. Poppy has an eye for mixing her coveted seasonal blooms alongside foraged stems and treasures from the hedgerow and her style is instantly recognisable. A proponent of the slow-flower movement, Poppy’s farm takes an environmentally kind approach to growing. Whilst she isn’t yet quite fully organic, the plot is completely chemical free and she is an advocate of the no-dig approach.

BY BROOKE THORN

STORYTELLING:

BY BROOKE THORN

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POPPY MWANGI

sources for photographs can be found in the index

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TYPOG

BY BROOKE THORN

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POPPY MWANGI

GATHERINGS AT

BY POPPY MWANGI

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RAPHY

BRANDING GUIDELINES 2022

BY POPPY MWANGI

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GATHERINGS AT

BY BROOKE THORN

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THE TOAD

BRAND IDENTIITY

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THE T

BED & B

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BY BROOKE THORN

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TOAD

BISTRO

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BY BROOKE THORN

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RAMBLE AN

THE T

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D REVEL AT

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“ E L E VA T E WA S WA Y M O R E S U P P O R T I V E A N D

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I N F O R M A T I V E T H A N I ’ D A N T I C I PA T E D B E F O R E H A N D . I E XPECT ED TO BE CR I T IQUED FROM T HE V IEW POIN T O F A C R E A T I V E D I R E C T O R / C L I E N T, W H I C H I R ECEIVED, BUT SO MUCH MOR E TOO! T HE E XPL ANAT IONS W ER E W ELL CONSIDER ED AND EDUC AT IONAL AND T HE SEMINAR S H AD SO MUCH EDUC AT IONAL CON T EN T T H AT I DIDN’T E XPECT! ” K IR ST Y NORT HOV ER

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kirsty northover journey during the last six weeks. I often find that brand photographers have a great eye for a strong aesthetic, and Kirsty was no different, however, she began the course frustrated that she couldn’t seem to make her brand identity ideas a reality and finishes just six weeks later with a really strong process under her belt and a beautiful collection of work to boot. I know that this is just the start of Kirsty’s brand design career and I’m so excited to see her continue to evolve and grow. B R A N D C O L O G Y. C O . U K

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Brand photographer Kirsty Northover has gone on an extraordinary

S T UD IO P OUL S E N · E L E V A T E class of 2 0 2 2 ·

Josephine Poulsen is a highly sought after ceramic artist with an instantly recognisable trademark style of simple, natural and textural pieces that are free from added colourants. This light yet grounded style appeals to both collectors and interior designers who desire a minimal pared-back aesthetic. Evoking feelings of calm tranquility, her sculptural pieces add softness and interest to minimally adorned spaces and as such Jospehine has created a cult following, with an average waiting list of 2-years for her custom creations.

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BRAND ESSENCE

Simple Hierloom Calm

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MAJESTIC

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UNDED

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BRAND ESSENCE

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the bothy

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IN THE WILD

Natural linens in “Old White” , “Alabaster” and “Artichoke” create a light, natural and refined backdrop for the exquisite plates served in the cafe.

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T H I S I S G O I N G T O H AV E A L O N G T E R M

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I M PA C T. I T ’ S A L R E A D Y I M PA C T I N G H O W I L O O K A T E V E R Y T H I N G . I T H O U G H T I WA S O B S E R VA N T, B U T I R E A L L Y H AV E F R E S H E Y E S N OW. I T ’ S G O I N G T O M A K E M E T H I N K B I G G E R , M O R E C R E AT I V E LY A N D C O N S I D E R T H E C L I E N T J O U R N E Y M O R E F U L L Y. I T ’ S C E R T A I N L Y G O I N G T O H AV E A H U G E I M PA C T ON M Y OW N BR AND” ELLIE BOW IE

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Ellie’s process and approach to her creative work has changed beyond recognition over the past six weeks and it’s been a joy and a privillge to be a part of that. Ellie is now creating such cohesive, creative and inspired work and I am so looking forward to seeing how her work and her business unfolds as a result.

PORPOISE.ELEANORBOWIE.CO.UK/

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ellie bowie

MOODBOARD

ULLSWATER DISTILLERY

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Gin-spiration

PRESENTED BY ELLIE

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2-12

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BOTTLE DESIGN

PRESENTED BY ELLIE

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BOTTLE LABEL

PRESENTED BY ELLIE

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2-19

Originally from Kenya, Poppy Mwangi has worked slowly and surely to build an international career as a top Floral Stylist.

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Although it has been an honour and creatively inspiring to be commissioned for the most stylish weddings in the South West, she has always been drawn to the issues of environment and social justice. Drawn to the dramatic and inspring beauty surrounding her Cornish home in Treviscoe, she’s also aware of the lack of career opportunities in the local area. She hopes the new direction of her business will enable her to contribute to the local econmony and build opportunities and community. Proud of her heritage, she also wants to use her international status to influence and create positive change within the flower growing industries – particularly in Kenya where workers are often subject poor wages and working conditions. Gatherings at Treviscoe will be a community hub of learning, inspiration and creativity, both locally and (through online), globally, with the magic of flowers at it’s heart and Poppy’s.

Poppy PRESENTED BY ELLIE

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G AT H

PRESENTED BY ELLIE

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TREVISCO

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P O P P Y M WA N G I

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Brand in action

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POPPY MWANGI – BRAND IDENTITY

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OUTSIDE THE BOX

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We think differently about mortgages, so you can too.

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YOUR TYP

Striking, bol · E L E V A T E class of 2 0 2 2 ·

Followed by simple body copy, keep warmth and knowledge will shine thr Outside the Box is a breath of fresh a the freedom to

Going into m Use space to simplify your points. Complex information needs to breathe. And the reader needs time to digest.

Presented by Ellie Bowie

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POGRAPHY

ld headlines · THE BR AND ST YLIST ·

ping language straightforward. Your rough in these details. Engaging with air for entreprenuers and allows them be themselves.

more detail Use space to simplify your points. Complex information needs to breathe. And the reader needs time to digest.

– BRAND IDENTITY

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I H AV E H A D S U C H A W O N D E R F U L T I M E I N E L E VA T E A N D

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A PPR E C I AT E E V E RY T H I NG T H AT YO U S H A R E A N D T E AC H SO MUCH! E V E RY C O U R S E O F YO U R S H A S TA K E N M E T O A W H O L E ANOT HER LEV EL OF IMMER SION AND UNDER STANDING. R E A L LY ! I K N OW YO U K N OW I ’ V E S A I D I T B E F O R E , B U T I T ’ S A B S O L U T E L Y B E E N S O I M PA C T F U L F O R M E . R AC H E L K E L L OWAY

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Serial entrepreneur Rachel joined Elevate as a complete design beginner and achieved some wonderful things with the projects she completed. Her sense of vision and clarity was just beautiful and her commercial insights inspired.

I N S TA G R A M . C O M / R A C H E L K E L L O WAY

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rachel kelloway

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ullsw distil

Handcra distilled f

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afted gin from nature

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damp dewy walks the scent of sensory . lichen strewn

rooted in unhurried . u

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s along hedgerows f wild herbs subdued n stone fences

n nature unpretentious

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THE MUSE · E L E V A T E class of 2 0 2 2 ·

Phillippe is an entrepreneur

He's recently closed a deal to sell his paris based organ

cosmetics brand to a major conglomerate for 100-million Eu

He appreciates quality and seeks out rich experiences, fro

dining to destinations. Having worked in Milan as marketi

director for Armani for ten years, he's seen the very best t

world has to offer and he appreciates the nuanced refinem of understated luxury.

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nic

uros.

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LE VANTAGE

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EXCELLENCE REFINEMENT UNDERSTATED LUXURY

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indulge your senses

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I T H A S PUS H E D M Y B O U N DA R I E S O F BR ANDING PROCE SS MARIA HOEFFLIN

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maria hoefflin beautiful and thoughtful work during our time together and it’s been so interesting to see her design process evolve and grow as the programme has continued. She now brings a new level of intention and thought to her design process and in her own words her design work has “turned from aesthetic design to destination branding”. What’s not to love?

N I R M A L AYA - D E S I G N S T U D I O. D E

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Brand and website designer Maria has created some utterly

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F O R M E E L E VA T E H A S B E E N A G A M E C H A N G E R AND I´M SO E XI T ED TO SEE W ER E I C AN TAK E M Y BUSINESS W I T H ALL M Y NEW INSIGH TS - SO A H U G E T H A N K YO U F O R TA K I NG U S O N T H E T H I S A M A Z I N G J O U R N E Y. L I Z VA N G D A H L

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I’ve loved Liz’s very unique and creative responses to each of the Elevate projects she’s worked on. She has a strong signature design style and that adds real energy and purpose to her creative responses.

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liz vangdahl

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H A N D M A D E BY D I S T I L L E R S LU K E A N D JA M E S

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sm a l l b atch m o d ern g in ro ote d in n ature

9 A LA KE DISTRICT GI N H A N D M A D E BY D I S T I L L E R S LU K E A N D JA M E S

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est.

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OTB - B

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BRAND DESIGN

03.2022

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OTB - B

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BRAND DESIGN

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OTB - B

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M O RTG AG E A DV I SO RS FO R E N T R E P R E N E U RS

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BRAND DESIGN

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T H E M O O D / V I S I O N B OA R D C O M P O N E N T S T H AT Y O U ’ V E T A U G H T, PA R T I C U L A R L Y W H E N Y O U SH AR ED TO USE T WO (ONE FOR T HE LOOK AND ONE FOR THE FEEL) H AS BEEN A GAME - CH ANGER. AM ANDA HOLDSWORT H

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E L E VAT E D D E S I G N E R

Head of an educational PR and Communications agency, Amanda joined Elevate to build out her creative thinking and the projects she undertook show her development in that area.

H O L D S W O RT H C O M M U N I C AT I O N S . C O M

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amanda holdsworth

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M O O D

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C O L O

Ullswater Distillery's primary colou personality: cool,

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The colours selected are assured, compo while teetering on the edge of

#5E5C1F

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#D9B

O U R S

ur palette reflects a summer brand muted and soft.

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osed, poised, soothing and understated, tradition and heirloom-quality.

B593

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I W I L L A PPROAC H C L I E N T I N QU I R I E S W I T H A DEEPER K NOW LEDGE OF M YSELF AND M Y ST YLE AND L OOK FOR R EL AT IONSH IP S T H AT FEEL ALIGNED AND INSPIR ING. L AU R A G R A N T

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laura grant Laura is an accomplished and talented brand designer and our focus for her Elevate journey was ensuring that her designs met the brief the (stunning) designs captured the nuanced essence of the brand, whether the details created the right feeling and whether the design would move the business forwards in the right way. Amazing design skills combined with true intention is a magical combination and I’m excited to have helped Laura move forwards in this area. You’ll see a stunning collection of work here from the get go and what I hope you’ll also notice is that as the course goes on, the designs become more resonant and the vision more clear. A winning combination!

LAURAGRANTDESIGN.COM

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at a commercial level. My feedback honed in specifically on whether

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ULLSWATER DIS

refined, natural, artisan

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STILLERY MOOD

n, fresh, herbal, elevated

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Prima

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U L L SWAT E R

BEECH LEAF GIN

R ASP BER RY G I N

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U L L SWAT E R

BRAMBLE GI N

SLOE GIN

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Mood board

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Primary logo

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Secondary Logo Spring Invitation

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Concept

Laura Grant Design

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The Toad is a pub with rooms tha

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BOARD

at feels cosy, hearty, and inspiring.

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THE TOAD • A PU

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W ITH NO PR EV IOUS DESIGN EXPER IENCE, I H AD L I T E R A L L Y N O I D E A W H E R E T O S T A R T. I T WA S G R E A T T O L E A R N F I O N A’ S P R O C E S S E S , T H E Y R E A L LY M A K E A H U G E D I F F E R E N C E . I A M S O GL AD M Y DE SIGN JOUR NEY START ED W I T H FIONA AND HER INSPIR ING, CR E AT I V E, DETAILED AND T H O RO U GH A PPROAC H T O DE S I G N ! T H A N K YO U ! IRINA SWEENEY

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Social Media Manager Irina joined Elevate as a complete beginner and has worked exceptionally hard to develop her design, creative and visioning skills. The pace at which her work has transformed has been staggering and whilst she might be right at the start of her journey, she begins from a really solid grounding and with some great insights that will stand her in great stead as she builds out her skillset. Irina has brought such energy and enthusiasm to the process and I’m so excited for this new stage of her career.

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fonts Karlotte Regular 52.1 HV Simplicite Regular 20.6

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M Y E XC I T E M E N T A B O U T D O I NG B E AU T I F U L DESIGN H AS BEEN R EIGNITED ( E L E VA T E ) H A S H E L P E D M E T O T H I N K M O R E S T R AT E G I C A L LY A N D C O M M E RC I A L LY A B O U T D E S I G N , T O I N C R E M E N TA L LY F O C U S M Y P RO C E S S T H RO U G H C O N S I D E R E D S T E P S A N D H A S R E A L LY I M P ROV E D M Y C O N F I DE N C E A S A DE S I G N E R K AR EN CONSTAN T I

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karen constanti An experienced book and editorial designer, Liz completed Elevate alongside a very full time job and has achieved some staggering approach to graphic design and Liz needed to dig very deep in order to consistently deliver on the briefs. What she has achieved in these six weeks has been astonishing and I think you’ll see that very clearly in these three projects. Karen now has a strong creative process that allows her to confidently navigate a brief, deliver on a unique set of client expectations and work with flair and joy throughout the process. I’m so looking forward to seeing Karen diversify her work and know that the progress that she has made is going to only continue as she brings this same rigorous and thoughtful approach to her client work.

K A R E N C O N S TA N T I . C O M

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progress along the way. Brand design requires a very different

ULLSWATER DISTILLERY BRAND PRESENTATION · E L E V A T E class of 2 0 2 2 ·

BRAND CLARITY Ullswater Distillery is a small batch craft distillery. The owners, Luke and James are young, ambitious and passionate about using local botanicals foraged from the surrounding hedgerows of their home the Lake District. It is important that this is reflected in the brand. They also grow botanicas for their seasonal flavours in Jame’s Mum’s garden. The business therefor has a small family feel and is rooted in the surrounding beautiful nature of the Lake District where both Luke and James grew up. They make small batches of craft gin, so the brand needs to have an artisan feel. They are young and ambitious there is potential to scale their business to go national so this needs to be reflected in the brand too. It needs to be refined and contemporary and young in it’s outlook to reflect the owners of the business.

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VISION / MOODBOARD

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ULLSWATER DISTILLERY LOGO AND L

ULLSWATER DISTILLERY PRIMARY LOGO

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LABEL

ULLSWATER

Label

GIN Signature Blend

Small Botanicals naturally foraged 500ml batch gin in the Lake District

GIN BOTTLE LABEL FOR THE SIGNATURE BLEND

TYPEFACES Brandon Grotesque Josefin Slab

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This is the label for the signature gin. There will be a label for each season, each having it’s own colour and an illustration of the main ingredient of that season eg. raspberry, bramble, beach leaf or sloe.

DISTILLERY

BRA N D P ERSONALITY M A J ESTIC Representative of its location in the beautiful snow capped mountains of the alps, the design and decor of the hotel is majestic.

· E L E V A T E class of 2 0 2 2 ·

DY N A M IC Attracting high achievers who like to work hard and play hard with loads of energy to burn, the brand personality is dynamic.

EXCEPT IO N A L For high paying clients who are used to and expect the best of what the world has to offer, the service, quality and attention to detail is exceptional.

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BAN D VISIO N / F EEL LUXU R IOU S Stove fires in rooms, luxury warm throws, fake sheepskin rugs on the floors. The decor is understated yet comfortable, and quitely opulent.

· THE BR AND ST YLIST ·

GROU N D ED The contemporary architecture is solid, yet functional and exquisitely designed but rooted in it’s environment.

U N D ERSTATED GL A M OUR The bar that hosts high ticket performers and is the place to be for a buzzing apres-ski. Yet it is sophisticated and low key, not the usual raThe rooms are servi chaced with complementary luxury brand cosmetics and champagne.

KAREN CONSTANTI ·

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VISI O N/MOO D

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BRAND I D ENT I T Y/LO G O D E V E LO PMENT

LE VANTAGE · E L E V A T E class of 2 0 2 2 ·

ALPINE BOUTIQUE HOTEL

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LE VAN TAGE ALPINE BOUTIQUE H OT E L

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HOTEL

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BRAND CLARITY THE BOTHY AT TIMPERLEY is a new business with great aspirations It brings with it the stylishness of London to it’s rural setting in Corfe, Dorset. The owners have a discerning · E L E V A T E class of 2 0 2 2 ·

artistic taste and also experience of running large scale events so bring a creative flair and flourish that makes it a destination eatery. The newly renovated building and walled garden combine the old stonework with the newness of the contemporary and relaxed interior decor. The artisan food is locally sourced and grown in the adjoining walled kitchen garden. The owners have a vision not only to run events and the restaurant but to open a small shop and possibly eventually extending in order to host private events. The branding needs to reflect this. It needs to stand out in it’s uniqueness and yet be timeless and reflect the surrounding countryside and the overall artistic style of the business.

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EY B R A N D PR E S E N TAT I O

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THE BOTHY AT TIM

BE AUTIF U L

STYL

Jasmine is an experienced events planner and is very creative. She changes up the table settings and styling depending on the occasion and what

All the choices of ta colour scheme, pai and fittings are all c in a gentle und

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MPERLEY/FEELING

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LI S H

ableware, linen, the int colours on walls coherent and stylish derstated way.

N ATURAL

Surrounded by the beauty of rural Corfe and ste in the beautiful walled garden the flowers and fruit trees and growing of their own produce for the kitchen

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the b AT TIM

for eating

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bothy PERLEY

and events

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I C A N N O T E X P R E S S H O W M U C H I H AV E E N J O Y E D E L E VA T E A N D H O W M U C H I H AV E L E A R N E D . W E ’ V E A L R E A D Y P U T

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I N T O PR AC T I C E SO M U C H AT I D C O ST U D I O O F W H AT R I L E Y A N D I H AV E T A K E N F R O M T H E C O U R S E .

I T ’ S R E A L LY B RO U G H T S O M U C H F I R E T O O U R M O S T R E C E N T PROJ E C T S W E ’ V E O N B OA R DE D A N D I C A N NO T WA I T T O C O N T I N U E T O I M P L E M E N T M O R E A S T H E COURSE CONTINUES. L E X I PA R K E R

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E L E VAT E D D E S I G N E R

lexi parker and marketing design agency, Lexi arrived at Elevate with a flair for stunning design and an eye for a strong vision and it’s been a true joy working with her across the programme. I know that the emphasis on using colour psychology to unlock the power of a brief has had a big impact on her approach and I’m so excited to see what this means for IDCO as they implement all that they’ve learned.

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A talented Creative Director for a specialist interior design brand

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STUDIO

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THE THOUGHT PROCESS

When crafting your primary logo we wanted to lean into the one-of-a-kind, artistic approach you take to your work. We started with the perfect serif font that feels classic and timeless. With the thick to thin line weight in the serif font and spacing between the letterforms, the logo as a whole feels airy and has just the right amount of simplicity. We wanted your logo

pieces and chose the L letter form so do so, as it additionally creates symmetry and balance to the eye. All together, your full branding suite feels quiet and still without being stagnant.

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to embrace the natural movement found in ceramic

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IDCO.STUDIO

STUDIO POULSEN / S

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SECONDARY MARKS

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IDCO.STUDIO

THE TOAD / VISU

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STYLE

We want your branding to be uplifting with a modern flair. We’ll lean into the pattern play from the designers that influenced the interiors and develop a brand that encompasses unique colorful charm.

VIBE

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Your logo will feature a unique serif typeface, complemented with vector florals that honor the interior design and outdoor elements. Your branding suite as a whole will feel a bit quirky that is uplifting and fun.

COLOR

We want your color palette to celebrate the English heritage. We’ll layer warm, muted hues and contrast it with a creamy neutral.

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THE

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IN SURREY

THE

IN SURREY HILLS

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LL SUIRMARKS

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CHEERS!

here’s to the class of 2022! Here’s to the Elevated Designers Class of 2022! They really have worked so hard at refining and developing the work you see here and I know that for many, the journey has just begun. What these guys have achieved in six short weeks is nothing short of astonishing and I and continue to grow and evolve their work. One of the things I love about Elevate is that it works at so many levels. For this intake, we had a large cohort of designers starting right at the beginning and you’ll see the transformation in their work very clearly as you look through each project. For the more experienced designers, the elevation happened behind the scenes. It was about kickstarting their creativity, rebuilding their confidence and finessing their process. It was about encouraging them to think bigger, aim higher and put their focus and energy on creating the very best work possible. The next Elevate programme will begin in February 2023 and I’m already really looking forward to welcoming the next collective to the party. Bookings are open now. I do hope you’ll consider joining us, find out more at thebrand-stylist.com/elevate Fiona

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am sure that over the next twelve months many will continue to challenge themselves

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FAQ ’ S

DO YOU R ECOMMEND THESE DESIGNER S? My recommendations for designers are always based on your unique needs as a business, so I don’t unreservedly recommend any designer: even those I work with regularly. To make a recommendation to you, I’d need to work with you one to one. I’d need to understand your business, create a vision for your brand and get to know you as a person. Here, you’ll find a collective of designers who are serious about elevating their own brand design work from their unique starting points. Each has achieved some incredible things and I encourage you to enjoy browsing their websites and following the same guidelines for selecting a designer that I’ve outlined in How to Style your Brand and the Brilliant Brand Designer Edits. They’ve created some seriously inspiring work and I’m sure you’ll be seeing lots more of them in the future!

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“ F I O N A I S A T R U E V I S I O N A R Y A N D E X P E R T, W H O N O T O N L Y S U P P O R T S Y O U W H E R E V E R Y O U A R E O N Y O U R J O U R N E Y, B U T A L S O S H A R E S H E R E X P E R T I S E A N D PA S S I O N F O R D E S I G N W H O L E H E A R T E D L Y. I W O U L D R E C O M M E N D A N Y O N E W H O WA N T S T O E L E VA T E T H E I R D E S I G N O R T H E I R B U S I N E S S T O S I G N U P W I T HOU T HE SI TAT ION. I GOT M Y MONEY ’S WORT H IN W EEK ONE! ” CHANDR A CASALI-BELL

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a brief background Fiona Humberstone is an exacting Creative Director and commercially minded Brand Consultant, who works with ambitious brands, bringing clarity and vision to every project she works on.

creating websites and running workshops. She has owned, grown, sold and run franchises as well as founding, building and selling her own company. She’s the author and publisher of the best selling How to Style your Brand and more recently, Brand Brilliance. Fiona is passionate about empowering entrepreneurs to create incredible brands and runs inspirational online courses, game-changing workshops and highly sought-after retreats. She has a knack for capturing the essence of a business, finding clarity in a contradictory brief and translating commercial goals into visual assets. She is a creative thinker, an innovative marketer and a thought leader. D I S C O V E R M O R E A T T H E B R A N D - S T Y L I S T. C O M .

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Fiona has spent two decades years in the industry: styling brands,